We discussed in another article how content helps the marketing team support sales in the conversion process. However, the most valuable way to support sales strategies is to integrate content with the processes of prospecting and qualifying contacts in preparation for sales.
These activities are the basis for so-called inbound marketing automation software services that have proliferated the past several years such as HubSpot, Marketo, Eloqua and Pardot.
Some key content components of these processes are
- Promotional content,
- Landing pages,
- “Gated” content (often referred to as lead magnets),
- Thank you pages and
- Follow up emails
Promotional content can be drip email campaigns, website content, news releases, ads, blog articles, podcasts, etc.—each of which would include an offer for gated content and a call to action. Many people
these two elements together but they are distinct micro content.
An offer is an enticing description of valuable “gated” content the target prospect can get by taking some action, typically clicking a link or a button embedded in the promotional content.
A call to action, or CTA for short, is the command or strong suggestion of what the person should do to get the gated content. E.g., “Click Here,” or “Enter your email and click.”
This action most likely brings the person to a landing page, which often includes a more complete description of the gated content, accompanied by an image or a short video designed to further entice the user. There is usually a more comprehensive form that the user has to complete and submit to access the content.
This form is one the most important components of the content-driven system because it collects valuable data from the prospect, which you use to qualify him/her as a lead for sales.
Since developing a relationship with a prospect is often a dance over time, you will work to get him/her to return a few times for other gated content. Each time s/he does is an opportunity to collect additional information and round out a profile of the prospect so that when it is handed over to sales, it includes valuable insights that help to close him/her.
Gated content has value for the prospect but requires that they exchange contact and other information to access it. It includes high-value content like videos, webinars, presentation decks, how-to guides, checklists, info graphics, etc.
But what if your business doesn’t have a sales team? What if your business’s sales process occurs online instead? Content plays a key role in the conversion process, too.
Product descriptions, sales letters, case studies, testimonials, video demonstrations, competitor comparisons, etc. all help close the customer online.
Discover resources with more information and insights into how content helps manifest your sales strategy in our Why Content Marketing section.